Building the marketing strategy for a digital insurance broker.
PROJECT _ Digital marketing strategy //WHERE _ Berlin, Germany // WHEN_ 2014 - 2016 // ROLE _ Senior digital marketing manager // KEYWORDS _ UX, analytics, storytelling
At early stage of the venture, we built with the CMO the digital marketing strategy. We created campaigns across multiple channels, engaging with users along the journey. Insurance is complex, and rarely perceived as a great user experience. We wanted to reflect in our campaigns the key features: simple, transparent and digital.
Find and test qualified sources of traffic for IOS and Android to reach target users. Manage KPIs and develop reports to analyze acquisition patterns and campaigns contribution. Set up the tracking wireframe by identifying in-app events relevant to the analysis of the customer experience. Collaborate with the product team in understanding drop-outs in the customer journey. Collaborate with graphic design to develop ad creative and visual communication. Work with internal marketing peers to build and implement holistic marketing plans. Work with different departments to determine requirements for all digital projects and leverage metrics.
60% of app installs, 23% of total active users, -33% of costs per acquisition than overall marketing costs (all channels).